Legoland devoting area to new cartoon

Legoland is expanding with a new attraction area, World of Chima, which includes an interactive boat ride that will coincide with a Cartoon Network television show and a new line of Legos.

"This is the first time ever that a theme park has launched a major new expansion concurrent with a rollout of a new brand and a new product line in the same year," said Legoland Florida general manager Adrian Jones. "It's very exciting for my team and I to be a part of this unique venture."

The new area will bring about 50 new jobs to the park.

The Cartoon Network show, "Legends of Chima," which debuts March 27, will bolster a lineup of previously successful Lego-based shows on the network, including the "Ninjago" series.

But no other Lego-inspired show or product line has had the internal hype or the research that Chima has, Jones said -- not to mention a theme park ride.

"One woman that's tested every single Lego product and theme for us over the last 12 years said she had never seen such enthusiastic reactions from kids on one Lego concept that she has for Legends of Chima," said Brian Bowler, Lego director of marketing.

Lego launched the line of products, Legends of Chima, in January, after working on the line for more than two years, Bowler said. It includes traditional build sets, video games and a board game.

The World of Chima will be between Lego Kingdoms and the Duplo Village in the park.

There is also a 4D video component to the World of Chima, which Legoland will debut in April and run throughout the day in the Fun Town 4D Theatre, Jones said. The 15- to 16-minute video will be shown at Legoland theme parks around the world, but the World of Chima itself will be located only at Legoland Florida.